Twitter is a very different beast than Facebook - one that only 13% of adults report having used at all, compared to an earlier Pew study showing that 67% of Americans who use the internet are Facebook users.

Naturally, for those among us who live and breathe tweets, Twitter seems like a realtime cross-section of everyone's thoughts about, well, everything. But as common sense and the Pew report make clear, Twitter is an imperfect zeitgeist at best.

When brands come to agencies for agile content development, the main criteria is usually that the content must be high quality, compelling, low-cost, high frequency, and quick-turnaround. But often their internal structure and processes aren’t yet optimized to embrace this type of approach. In agile content development, timing and efficiency is everything. Without it, there is no liftoff.

Brands can optimize themselves for agile content development by making internal adjustments that improve communication, the first of which should be to empower a small team to manage the process. This team should have the authority to secure and approve budgets, as well as weigh in creatively and strategically on content as it goes to market. Creating a nimble group that has real ownership of the process will make things more efficient and reduce the chances of unnecessary stress being put on your brand marketing team as a whole.

This exercise will also help your brand get into the right mind-set. Think of your brand marketing team as the police force, and your agile content group as the SWAT team.

How big is the smartphone market? Try these numbers on for size: from 1997 to 2012, there were 1.038 billion smartphones in use, enough for 1 for for every 6.7 people on the planet. But (and here's the real mind blower), while it took 16 years to get the first billion smartphones online, the next one billion smartphones will be sold in the next two years.

The days of the desktop user as the dominant Internet force are about to end.

sometime in 2013, according to a graph from Morgan Stanley Research embedded in the infographic, the number of mobile Internet users is expected to surpass the number of desktop Internet users.

The irony of course is that in 2007, Coke set out simply to make a great Super Bowl spot but in doing so, they also drove brand participation as the spot was shared and linked and imitated. In 2013, they have forgotten the storytelling in pursuit of creating an ‘event.’ I suspect that in six years time, we won’t be reminiscing about how we all got caught up in the Coke Chase of 2013.